Many knowledge-generating projects can generate good PR, and even a project that's geared toward PR might sometimes generate new knowledge. But it's generally a bad sign when your criterion of choice is PR.
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Something to remember: the purpose of science is to generate knowledge, not to generate PR. You are supposed to pick your research projects based on whether they can answer certain open scientific questions -- not based on how much PR impact they have the potential to generate.
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The purpose is to generate valuable knowledge, and PR impact can be a useful signal of what is valuable. Science also requires investment, so optimizing long run knowledge generation may require some amount of high-PR impact to sustain low-PR impact knowledge.
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Sometimes it feels like the purpose of science is to generate citations, and PR definitely helps with that.
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Science is organized into communities of relatively small size. If you publish an important result you must make sure that it is known in the community. However, the small-size rule may no longer be valid for certain topics, thus making it difficult to keep up with all results.
End of conversation
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Seem to me there are plenty of efforts to PR the selling of AI. Perhaps some AI should be trained to figure it out?
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Many Professors need to be reminded of that! But I also understand the PR focus project: it's easy to get funding for it. Like everywhere, academia is directed by money.
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Developed and developing countries have different problems but journals mostly focused on the problems of the developed ones, guess why? Could it be because of the editorial boards who includes members from the developed world most of the time?
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You're right saying that it's a terrible sign if PR is your *only* criterion of choice - but one is missing something important if it's not *one of many* criteria.
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